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What Is Employee-Generated Content (EGC) — And Why It Matters

  • Writer: Content Department
    Content Department
  • 4 days ago
  • 2 min read

Employee-Generated Content (EGC) is one of the most powerful tools in modern marketing. It refers to authentic content created by employees — from social media posts and behind-the-scenes videos to LinkedIn updates and team snapshots.

This type of content helps humanise a brand, build trust, and extend reach far beyond traditional marketing efforts.


Why EGC Works:


EGC is not only cost-effective — it’s highly effective. Here’s why:

  • Trust & Authenticity: Audiences trust employees more than executives or adverts. EGC feels real and relatable.

  • Extended Reach: Employees share with their own networks, expanding visibility.

  • Employer Branding: Genuine employee stories help attract top talent.

  • Thought Leadership: Showcasing expertise builds industry credibility.

  • Content Pipeline: Your team becomes a built-in source of fresh, engaging content.


How to Start an EGC Programme

Launching an employee-generated content programme is straightforward with the right approach:

  1. Set Clear Goals, Define what success looks like — more awareness, better engagement, or increased leads.

  2. Simplify the Process , Make it easy for employees to contribute and share content.

  3. Provide Guidance, Offer brand guidelines and tips to keep content aligned with your messaging.

  4. Incentivise Participation, Recognition, rewards, or small bonuses go a long way in encouraging contributions.

  5. Measure Results, Track engagement, reach, and how EGC performs against branded content.

Real-World Examples

  • Starbucks: The #ToBeAPartner campaign featured baristas sharing real work experiences.

  • Adobe: #AdobeLife allows staff to post about projects, office culture — and even pets.


Common Pitfalls to Avoid

  • Lack of Guidelines: Can lead to off-brand or inappropriate content.

  • Forcing Participation: Creates inauthentic results.

  • Ignoring Legal Considerations: Always have policies in place for social media use and confidentiality.

  • No Tracking: Without metrics, you can’t measure success.

  • Failure to Engage: Like, share, and comment on employee content — show appreciation.



Final Thoughts

Employee-generated content is more than just a trend — it’s a long-term brand strategy. It builds trust, strengthens your identity, and turns employees into authentic ambassadors.

A well-executed EGC programme can boost both your marketing efforts and your company culture.

 
 
 

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